Archive for the ‘Mobile’ Category

Mobile Ad Network Jumptap Discusses The iPad Advertising Opportunity

Thursday, January 28th, 2010

Jumptap on the IpadMobile ad network Jumptap announced targeting for the new Apple tablet computer, iPad, yesterday.  Read the release.

AdExchanger.com discussed the new iPad and the advertising opportunity enabled by it with Jumptap CMO Paran Johar.

AdExchanger.com: What makes the Apple iPad (or tablet) a “mobile” opportunity? For Jumptap, what are the key differences of the iPad that makes it mobile versus the online experience of a laptop PC’s browser?

PJ: Two key components.  The first mobile opportunity is extending the reach of existing iPhone mobile applications to a new iPad platform.  Our network of application developers, who are both publishers and advertisers with us, will have an immediate opportunity without making any technical changes.  But to fully take advantage of the new platform, new ad units will need to be deployed by both publishers and advertisers for applications that are customized to the new factor of the iPad.  The second mobile opportunity is for brand advertisers that are seeking consumers that are on-the-go.  The ultra-thin, sleek design makes iPad a highly portable device, meaning consumers will have this in the car, on the plane, in the coffee shop, and in their handbag.  For years, mobile advertising experts have built business practices for how to take advantage of mobile’s unique aspects, like geo-targeting and location based services such as couponing.  These will extend onto this new platform.

AdExchanger.com: What is the potential impact of the iPad on digital advertising?  A year from now, any guess as to what share the iPad will have of total mobile advertising spend?

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Flurry CEO Khalaf On New Funds And Current Mobile Ad Network Performance

Tuesday, January 12th, 2010

Flurry Raises $7 MillionFlurry, a provider of mobile analytics and mobile ad network solutions, announced its latest round of funding – $7 million – which included InterWest Partners and existing investors Draper Fisher Jurvetson, Union Square Ventures, First Round Capital and Draper Richards.  Read the release.

AdExchanger.com spoke with Flurry CEO Simon Khalaf about the recent raise and the company’s plans.

AdExchanger.com: What was your experience during the fundraising process? The funding climate appears seems to be red hot for mobile.

SK: The climate is definitely improving, especially in mobile. In addition to our own experience, we receive inquiries from VCs to check on the performance of mobile applications in specific categories. The market especially started to heat up in the September timeframe.

AdExchanger.com: With AppCircle it would seem that Flurry is getting in the mobile ad network business and moving beyond just analytics. Fair statement?

SK: Our plan is to offer a variety of monetization services based on our core analytics service. As an example, AppCircle is a direct response, CPI (Cost Per Install) and CPS (Cost per Sale) network. Going forward, we will offer more services aimed at increasing revenue for app developers, and we will work with many online ad networks, not just mobile ones, to achieve that.

AdExchanger.com: Considering AppCircle is in private beta, can you share any early results you’re seeing in terms of ROI for developers?

SK: Here’s some sample data for you:

  1. Click-Through Rates range from 2.3% to 8%. Average on AppCircle is 4.8%. CTRs average better than traditional brand (CPM) based networks.
  2. CPIs are at about 50 cents for free apps and 30% of price of the applications if the application is not free.
  3. Brand Matters: CTRs and closure rates (sales all the way through the App Store) are 3x to 4x better for applications with a known brand (e.g., EA, Gameloft, and Disney) than others.
  4. Price Sensitivity Analysis: There appears to be little price sensitivity between $2.99 and $4.99. CTRs and Closure rates are roughly the same.

Please note that this data is from a sample of approximately 30 publishers, 8 million impressions and 120 different apps recommended within our system.

By John Ebbert

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Industry Reaction: Apple Buys Mobile Ad Network Quattro Wireless

Tuesday, January 5th, 2010

Reaction: Apple Buys Qauttro WirelessToday, the mobile ad network gravy train proved it has plenty of steam left in the engine as Apple bought Quattro Wireless for $275 million in a story first broken by All Things D’s Kara Swisher.

The prediction by Morgan Stanley’s Mary Meeker that 2010 Internet trends will be led by Mobile appears correct – at least through the the first week of January!

AdExchanger.com asked several members of the advertising ecosystem about their thoughts on the acquisition and its broader implications for advertising.

James Kiernan, SVP at MediaVest WorldWide, told AdExchanger.com:

“Since this represents one of Apple’s first moves in the advertising arena, I think companies will be very interested to learn how Quattro can support their mobile strategy and potentially pave the way for a larger partnership with Apple across other fronts.”

Tim Hanlon, Managing Director of Riverview Lane Associates and former MD of Publicis/Vivaki Ventures arm said:

The acquisition “shows that mobile computing – smartphones, ebooks/readers, tablets – is real and now. While it may be unclear how ‘advertising’ and marketing plays out, it’s pretty clear who will influence its development: Apple and Google. It will be interesting to see how Microsoft responds given their relative weakness in the space – make a run for RIMM, perhaps?”

Analysts Bill Morrison and Robert Coolbrith of ThinkEquity saw a change in competitive set for Google:

“We see this as an interesting reminder of evolving competitive sets in online advertising, commerce and entertainment. In our view, it’s a sign that Google’s foremost competitors over the long run may not be Microsoft or Yahoo!, but Apple and Amazon.”

MediaMath CEO Joe Zawadzki said:

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Mobclix Bringing Ad Networks And Developers Together Through Ad Exchange Says Co-Founder Subramanian

Friday, December 18th, 2009

Krishna Subramanian is Co-Founder of mobile ad exchange, Mobclix.

MobclixAdExchanger.com: Why create a mobile ad exchange? What problem are you looking to solve?

KS: Mobclix allows ad networks to reach targeted ad inventory across mobile applications. Mobclix solves a real problem mobile developers have: managing their mobile application ad inventory. One ad network alone does not have a 100 percent fill rate – low fill rates result in a loss of revenue for developers. Mobclix optimizes ad impressions on a real time basis across over 20 ad networks and 20 different optimization variables. For the first time, traditional online Web ad networks have the ability to extend their Web networks to mobile

Who’s your target market in terms of advertisers and publishers?

In terms of advertisers, our target market is the ad networks themselves who then deal with advertisers. We work with the ad networks from start to finish to provide them with the support, education and access they need to close deals. Our publishers are mobile app developers. We currently work mainly with iPhone apps, but are in private beta for Android, Blackberry and Mobile Web. Right now, we represent 90 percent of the top 100 app developers on the Apple App Store.

What transparency do you offer advertisers? How much information can they see about their placements?

Advertisers can choose how to target their ads: behavioral, contextual, geographical and demographic targeting. Advertisers can cherry pick the users that will be most effective for their brand, driving higher conversions.

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Adgregate Markets Moves Into Mobile Display eCommerce

Thursday, December 10th, 2009

Henry Wong is CEO of Adgregate Markets, a transactional performance ad network and technology company. The company announced today that it ran its first mobile commerce campaign with NBC Universal using its ShopAds technology. Read the release.

Adgregate MarketsGenerally speaking, when do you think mobile display advertising reaches significant scale and what may be some of the triggers?

US Mobile grew by 68M users according to Nielsen data in September 2009. As the number of users on smartphones grows, the number of available apps will drive mobile display advertising because the publishers of apps are monetizing distribution of those apps through display advertising. There’s a direct correlation of the apps available with the
number of mobile ads served. Apple iphone has over 115,000 apps just by itself.

Advertisers continue to use multi-channel marketing strategy to make their branding and marketing consistent among all media and as mobile web grows the dollars allocated to mobile display ads will continue to grow as well. There’s evidence that the industry in recognizing that the mobile advertising is reaching scale vis a vis Google’s acquisition
of Admob.

What are some of the challenges in delivering a display ad to a mobile device (serving, tracking, non-standard formats across mobile devices?) and how does Adgregate overcome these challenges?

The challenge with mobile advertising is that there are many devices running different mobile operating systems to support. The beauty of our technology is that, by leveraging our cloud-based technology, advertisers can deploy ads across various platforms with minimal effort.

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